peter troast lipa_marketing_bootcamp_slides
TRANSCRIPT
352
LIPA Contractor
One Day Marketing Bootcamp
Sponsored by LIPAApril 2, 2013
352
Peter Troast
2
Founder/CEO of Energy Circle and Energy Circle PRO
Work with energy efficiency contractors in 46 states
Aggregate data from pool of 245 opted in energy efficiency/insulation/home performance contractors
Strategic marketing for 25 years: semiconductors, packaging, paper, banking, ski resorts.
Energy Circle PRO Blog/Weekly Newsletter
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Good Day to Be in New York!
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8 - 2
First opening day loss since 1982
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Agenda
4
Morning Session 9 - 10:30
The Changing World of Marketing for Contractors
Challenges of Marketing on Long Island
The New World of Local Search
The Importance of Marketing Planning
Break 10:30 to 10:45
Late Morning Session 10:45 to 12
Getting Started on Marketing Planning
Segmenting Your Audience (Exercise #1)
Establishing the Brand Foundation (Exercises #2 and 3)
Lunch 12 to 1
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Agenda
5
Early Afternoon Session 1 - 2:30
Evaluating and Selecting Marketing Tactics
Understanding Search
Putting Your Website to Work (Exercise #4)
Marketing LIPA Programs
Understanding & Optimizing Your Google+ Local Page
Break 2:30 to 3
Late Afternoon Session 3 to 5
Building Your Tactical Marketing Plan--the Must Haves (Exercise #5)
Approaches to Active Lead Generation
(Reviews, Referrals & Word of Mouth, Social Media, Community, PPC, Facebook advertising, Hyperlocal Advertising, Vehicles & Branding, Email)
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Continuing Education Approvals
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BPI: 4 credits
NABCEP: 6 credits
RESNET: TBD
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Marketing is Changingduh
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200 Million
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This is
Interruption Marketingand it is increasingly ineffective
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How People Buy TodayHas Been Turned on it’s Head
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Realize a Need
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Investigate Options
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Data from Google External Keyword Tool on 11.14.11
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Ask our Friends
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Turn to Social Media: Blog Sites
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Turn to Social Media: Twitter
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Turn to Communities: Q&A
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Big Trend: The Pinterization of the Web
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Dig Into Every Detail Available
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Finally...Buy (Convert to Sale)
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You Don’t Buy Those Visitors.You Earn Them.
In·bound Mar·ket·ing-noun
Any tactic that relies on earning people’s interest
rather than buying it.
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Google: Zero Moment of Truth
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Social Proof
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The Most Powerful Concept in Marketing
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So What’s It All Mean for
Long Island Contracting Businesses?
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NY DMA: the US’s #1 Most Expensive Mkt
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The Unique Challenge of Long Island
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• Expensive
• Competitive (relatively)
• Hyperlocal Market Mixed
• Inconsistency on How People Identify Geographically
• Long Island
• Suffolk County
• Babylon
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Local, Local, Local
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Google is the New Yellow Pages
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Why is Planning So Important?
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Yesterday’s Marketing Mix
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10%
8%
8%
31%
44%
Yellow PagesDirect MailReferral ProgramHome ShowsUnknown
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Today’s Marketing Mix
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1%
15%
4%
8%
11%
3%
16%1%
3%3%
7%
3%
13%
12%
Organic WebPaid WebDirect MailSocial MediaPrint AdsPublic RelationsDirectoriesEmailHome ShowsCommunityOpen HousesPast CustomersReferral ProgramLead Gen
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The New Marketing Landscape
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Old & Dying
Yellow Pages
TV
Telemarketing
Radio
Old & Living
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Community
Lead Gen
New & Thriving
Active Referral Primary Website
Google+ Local
Organic Search
Paid Search
Online Display
Email Newsletters
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The New Marketing Landscape
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Old & Dying
Yellow Pages
TV
Telemarketing
Radio
High CommitmentHigh CostHigh Risk
Low CommitmentModest Cost
Low Risk
Old & Living
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Community
Lead Gen
New & Thriving
Active Referral Primary Website
Google+ Local
Organic Search
Paid Search
Online Display
Email Newsletters
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Evaluating Your Marketing Options
What’s Available?
Effectiveness
ROI--Cost per Acquisition, Cost per LeadBudget
Resources to Execute
Available StaffYour own timeOutsourcing Options
Sustainability
Do You Like It?
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What Do People Trust?
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Forrester Research, March 21, 2013
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What is Marketing’s Role at Every Stage of the Buying Cycle?
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Stages of the Buying Cycle
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Awareness
Decision
Evaluation
Interest
Purchase
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Home Performance Buying Cycle
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Stimulus
Awareness
Consideration (Education)
Conversion to Audit
Evaluation of Audit Results
Consideration (ROI, Financing)
Sell the Job
Complete the Job
Perceived Value of the Job
Position for Phase 2
Rinse and Repeat
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Mktg SalesStimulus ✔Awareness ✔Consideration (Education) ✔Close the Audit ✔ ✔Evaluation of Audit Results ✔ ✔Consideration (Affordability, ROI) ✔Sell the Job ✔Complete the Job ✔Perceived Value of the Job ✔Position for Phase 2 ✔Sell Phase 2 ✔
Roles in the Buying Cycle
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Tactics for Each Stage of the Cycle
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Mktg RoleStimulus Ads, DM, Web, PPC, Home
Shows, Community, Social
Awareness Ads, DM, Web, PPC, Home Shows, Community, Social
Consideration (Education) Web, White Paper, Lead Gen, Video
Close the Audit Collateral, Presentations
Evaluation of Audit Results Audit Presentation
Consideration (Affordability, ROI) Web, Collateral
Sell the Job Proposal, Web, Collateral, Case Study, Testimonial
Complete the Job Web, Video
Perceived Value of the Job Leave behind, report
Position for Phase 2 Email, CRM, Retention, Web
Sell Phase 2 Proposal, Web, Collateral, Case Study, Testimonial
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Marketing Budgets: What Should You Spend?
Conventional Wisdom
7% of Gross Sales
Darren Slaughter--Contractor Marketing Expert
5 to 10% of Gross Sales
15% if Business is Less Than 5 Years Old
Adams Hudson--HVAC Marketing Guy
4.3% is HVAC Average
Remodeling Magazine
3% for Remodelers
Green Homes America
5.3% (my calculations)
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The Case for Good Planning
Marketing Today is More Fragmented
Knowing what’s working is critical
Good Plans are Agile: Expect Course Corrections
Today’s Tactics Require Less Commitment
Flexibility & less risk is awesome!
Adjusting demands vigilance and metrics
Small Teams Need Clear Accountability
Marketing is less isolated; many people have a role
The planning process engages your team
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Timing Your Marketing
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When is the Right Time?
NOT Calendar Year
NOT When the Pipeline is Dry
Should Be Tailored to Your Business Cycle
Maximizing Peak Demand
Filling in Slow Periods
Our Challenge: Consumers are Reactive
Your Goal is to Even the Demand
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Planning Schedule
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Heat/Cool Schedule
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Execute
Execute
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Typical Fall Schedule
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Plan
Execute
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Slow Season Schedule
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Execute
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Marketing Tactics are Not Equal
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Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
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Cost Per Acquisition
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Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPAOrganic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Directories 5000 500 0.25% 13 35% 4 50% 2 $229Email 12000 1000 2.50% 300 25% 75 50% 38 $27Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Community 1000 500 10.00% 100 50% 50 50% 25 $20Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
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Elements of a Plan
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$1.74 million @ 7500/job
TacticsImpressions/
Visits CostConversion
Rate# of
LeadsConversion
Rate QuotesConversion
Rate Jobs CPACommunity 1000 500 10.00% 100 50% 50 50% 25 $20Email 12000 1000 2.50% 300 25% 75 50% 38 $27Open Houses 75 500 35.00% 26 75% 20 90% 18 $28Past Customers 250 500 5.00% 13 90% 11 90% 10 $49Referral Program 750 2500 25.00% 188 25% 47 75% 35 $71Social Media 25000 1500 0.10% 25 75% 19 90% 17 $89Paid Web 10000 3000 2.50% 250 25% 63 50% 31 $96Organic Web 15000 3000 1.00% 150 25% 38 75% 28 $107Directories 5000 500 0.25% 13 35% 4 50% 2 $229Direct Mail 8000 2800 0.25% 20 50% 10 75% 8 $373Public Relations 250000 3000 0.02% 38 35% 13 50% 7 $457Print Ads 100000 3500 0.05% 50 25% 13 50% 6 $560Trade Shows 250 4000 10.00% 25 50% 13 50% 6 $640Lead Gen 1750 50 15% 8 20% 2 $1,167
TOTAL 25050 204 $293
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Key Elements of a Marketing Plan• Situation Analysis
• Market Conditions• SWOT• Competition
• Goals & Objectives• Revenue• # of Jobs• Job Type
• Target Market• Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing
Type)• Customer Profiles (Personas)
• Purchase Cycle
• Marketing Strategy• Financial Goals• Services• Pricing• Positioning/Messaging• Calendar
• Execution• Responsibility• Materials• Specific Tactics
• Measurement
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Key Elements of a Marketing Plan
• Situation Analysis• Market Conditions• SWOT• Competition
• Goals & Objectives• Revenue• # of Jobs• Job Type
• Target Market• Segmentation (Geographic, Demographic, Psychographic, Behavioral, Housing
Type)• Customer Profiles (Personas)
• Purchase Cycle
• Marketing Strategy• Financial Goals• Services• Pricing• Positioning/Messaging• Calendar
• Execution• Responsibility• Materials• Specific Tactics
• Measurement
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Analysis Stage
Planning Stage
Implementation Stage
Monitoring Stage
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Marketing Plan Template
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https://docs.google.com/document/d/1ALEvV3RBsKWamTJcyFx7qwfdH1_y7rwcNT
WKs4vlCSw/edit?pli=1#heading=h.i97xywu3a2me
Situation Analysis
What are the key trends, forces and conditions affecting the business? What is an honest assessment of your company’s strengths and weaknesses? How do you stack up against your competitors?
• Market Conditions (programs, incentive changes, energy prices, macro economy)◦ Incentive program likely to run out in June◦ Last year’s warm winter has dulled the market◦ 3
• SWOT (be honest)◦ Strengths
■ Excellent work quality on air sealing and insulation■ 2■ 3
◦ Weaknesses■ Job cleanliness■ 2■ 3
◦ Opportunities■ Partnerships for solar and geothermal■ 2■ 3
◦ Threats■ Growing competition from multiple sources■ 2■ 3
• Competition (who are they and do you stack up?)◦ Company 1 & core strength◦ Company 2 & core strength◦ Company 3 & core strength
Goals & Objectives
What are the specific numerical goals you need to hit to make your plan? Do you have personal goals the business needs to support? Are there major milestones the business needs to accomplish?
• Business Goals◦ Revenue◦ Margin◦ # of Jobs◦ Job Type
• Personal Goals◦ Shift in Role◦ Days of Vacation◦ 3◦ 4
• Strategic Goals◦ Market Position (#1 in ______)◦ Additional services◦ Crew & Truck growth◦ Key staff additions◦ 4◦ 5
Target Market
Who is your ideal customer? What is their profile or persona? In what communities? What characteristics make a community ripe? What are their unique characteristics? Note: market segments can be Geographic, Demographic, Psychographic, Behavioral, Housing Type.
• Customer Type◦ Baby Boomer/Empty Nest/Last Home◦ Segment & Persona 2◦ Segment & Persona 3
• Geography◦ Freeport◦ Location 2◦ Location 3
• Building Stock◦ Split level Ranch◦ Housing Type 2◦ Housing Type 3◦ Commercial 1◦ Municipal 1
Services, Products & Pricing
What current services or products are you offering and how are they packaged to the customer? Will you be adding services? Do you present to the market primarily as a service (energy upgrades) or as a product (an energy audit or attic insulation)? How are they priced? How do you want to be known with respect to pricing: a little more but well worth it? at market, but higher quality? best value?
• Services (& Products)◦ Stand alone Energy Audit◦ Attic Air Seal and Insulation◦ Service 3◦ New Service 1◦ New Service 2
• Pricing◦ Service 1◦ Service 2◦ Service 3◦ Product 1◦ Product 2
Marketing StrategyWhat are the core foundations of your marketing? What really separates you from others? Do you have a single, remarkable differentiator that customers recognize? At a high level, what major initiatives will guide your overall marketing effort?
• Brand (What your company fundamentally stands for)◦ Our Purpose:◦ Our Ethics:◦ What is Core to Our Company:◦ Our Brand Attributes: Efficient, Bottom Line, Smart, Responsive
• Identity (How your brand is manifested visually)◦ Logo◦ Look/Feel◦ Voice◦ Attitude
• Positioning (relative to offerings, the market and the competition)◦ No one does air sealing as thoroughly as we do--#1 in air flow reduction◦ We cost slightly more, but it’s well worth it◦ Position3
• Messaging (core communications that are frequently repeated)◦ Winter’s Coming. Will Your House Be Ready?◦ Is Your House a Hummer or a Prius? ◦ Message 3◦ Message 4
• Major Initiatives (overarching buckets, such as Introduce Solar Installation or Project Referral)◦ Project Referral--all out effort to get referrals from past clients◦ Lead Responsiveness--rapid response◦ A Particular Incentive--Seize the Day◦ Initiative 4
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https://docs.google.com/spreadsheet/ccc?key=0AofvLVthY691dENRWXdXaGR0WHF6cUZfVnBINzJaN1E#gid=0
Tactics Management Tool
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Targeting Your Audienceaka Segmentation
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This is Segmentation where marketing planning begins
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Types of Marketing Segmentation
Geographic (Region, town, neighborhood)
Demographic (age, gender)
Psychographic (personality, values, attitudes, interests, lifestyles)
Behavioral (based on actions, such as watching a video, or opening an email)
Housing Type (age, basement, known issues, oil heat)
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Personas
Techie Tom Overall Goal: To save energy and make his house more efficient because it's the smart thing to do, and (secondarily) because it's the right thing to do.
• Level of knowledge: Very high. Knows what tools are out there, which are best. Up to date on consumer reviews and reports.
• Attitude toward shopping: I want to buy from people like me, who know their stuff.
• Informational Sources: Web - blogs, Twitter, Major Media, Green focused media, Renewable media
• What he wants: I need more information than they have on their site - details, practical experience, proof that they are the experts, and the product will do what I need it to do.
• Motivation for efficiency: Two-prongs: 1). it's just smarter living. 2). it's the right thing to do for the planet - and (3) soon, people are going to catch on to it, and efficiency is going to be the next big thing. He wants to be at the top of that wave.
Age: 35Profession: Software developerLocation: BostonPersonality: Type A. Over- educated energy geek. Likes to feel engaged, to be a part of the process. Home Life: Married. No kids. Hobbies/releases: Mountain biking, long-distance running.
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PersonasHeather the Greenie
• Overall Goal: Wants to feel a part of the green community because those people seem cool, and throw good parties.
• Level of knowledge: Low. Often falls under the spell of green-washing tactics, and "buys green" because it feels like what she should do. Some uncertainty because she’s Republican and socially conservative. Not completely at ease with full-on Green.
• Informational Sources: Reads People Magazine on the sly, reads Vanity Fair, husband Receives Economist, WSJ
• What she wants: Heather tends toward immediacy - buys when she sees something in the store, or hears about something that is widely appreciated. She wants to buy from either the cheapest place or the recognizable leader in the field.
• Motivation for efficiency: Green is the new Coach bag. Age: 29Profession: Former professional in banking industry, now a stay at home mom. Location: SuburbsPersonality: Heather is extroverted and funny. She likes to be busy, and appreciates a pretty constant buzz of activity. She is smart, and likes to surround herself with bright and engaged people. Home Life: Heather has 4 children and a black lab. They have two houses - a ski house and a house in the suburbs. During ski season, she feels like she is constantly schlepping between the two places. She'd like something, some how to feel her life could be simpler.
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Exercise #1: What Are Your Segments?
Geographic (Region, town, neighborhood)
Demographic (age, gender)
Psychographic (personality, values, attitudes, interests, lifestyles)
Behavioral (based on actions, such as watching a video, or opening an email)
Housing Type (age, basement, known issues, oil heat)
Depth of Pain--How Badly Do They Need What You Are Selling?
Is the Segment Easily Reached?
How Big is the Segment?
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Establishing Your Brand Foundation
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Defining the Vocabulary
90
Brand Identity Positioning & Messaging
The Self — Heart & Soul Personality, Demeanor & Style How do you relate to the rest of the world?Both potential dates (customers) and the competition.What do you say when?
PurposeEthics
LogoLook/feelBusiness VoiceAttitude
PricingPracticesOffers & Incentives
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Brand Basics: articulating who you are
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Brand Identity Positioning Messaging
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Exercise #2: Your Brand Personality
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“Those guys are the best
technicians in the business.
Their techs are highly trained,
and I love the fact that they
really geek out about the
equipment. I wouldn’t trust
anyone else.”
“They’re so responsive. My
email question was answered
within 5 minutes, and when
they were running 10 minutes
late they called to let me know.
That’s the kind of contractor I
want to give my business to.”
VS
Trustworthy, responsive, passionate, fun, energetic, genuine, expert, straightforward, quirky, sophisticated, sharp, scientific, professional, authoritative, direct, honest, premier, low cost, reliable, pricey but worth it.
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Identity Basics: There’s no one right way.
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Identity Basics: start with simple, quality ingredients
Logo Typeface ColorsName
ABC, Inc
Acme Inc.
Smith Bros.
Energy Titans
Acme Inc.
Acme Inc. Acme Inc. Acme Inc.Acme Inc.
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Identity Basics: spice as needed
MascotTagline Spokesperson
Descriptive or Aspirational?
Energy Efficiency Experts
We always do it right!
Comfort is our Specialty
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Identity Basics: a simple clear idea always works best
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Identity Basics: particularly when used consistently
9733
What sets Complete Home Evaluation Services apart
from other energy auditing businesses in the state?
DeWitt uses advanced energy modeling software, which
is not currently required by Efficiency Maine, to ensure
quantifiable energy savings. His position as an audit-only
firm prevents the conflict of interest inherent in the
standard home performance contractor model.
What are the benefits of a third-party audit?
A conflict-free energy auditor acts as a trusted guide
through what can be a complex process and the
independence ensures that the auditor does not
attempt to sell products or services that may not be
necessary. DeWitt is always on the homeowner’s side,
and has no financial gain when helping the homeowner
choose which efficiency upgrades should be undertaken.
What is unique about DeWitt’s diagnostic software?
While the standard energy modeling system relies on
user inputs that are open to operator adjustment, DeWitt’s
cutting edge software minimizes the risk of human error,
and goes above and beyond simple figures to include
the actual cost of heat loss, and financial savings
predictions that are tangible and comprehensible to
homeowners. The software generates a comparison
graph that shows the effectiveness of the efficiency
upgrades. The test out numbers cannot be adjusted
by the operator.
Why is it important to have a “test out” audit
after retrofit work?
A follow-up energy audit after improvements are made
is a necessary component of an effective energy retrofit.
While working with homeowners to find the best
contractors for a project DeWitt recommends that
homeowners work with contractors who will wait until his
follow-up audit is complete to receive the final payment
from the homeowner. This incentivizes quality work,
and ensures that predicted savings become reality.
F.A.Q.s
DeWitt is Maine’s premier home energy auditor.
He works with homeowners to determine the
most cost-effective energy solutions for their
particular home—without trying to sell additional
products or services. This approach ensures a
conflict-free energy audit, and distinguishes his
business from the “one-stop-shop” competition.
His unique, advanced software-based diagnostic
system goes beyond mere prediction to showing
reliable energy savings calculations, placing his
business at the pinnacle of the home energy
performance landscape in Maine.
Trade show banner
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Positioning & Messaging
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YourCompany
Identity
Positioning Messaging
Your Competition
YourAudiences
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Positioning & Messaging
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Positioning Messaging
Positioning is a long-term strategic decision.It is integral to your brand.
Messaging can be short-term and very tactical.But, it should not undermine your brand.
Greening the world, one house at a time.
Absolutely, positively the best price around.
Expensive, but worth it.
Act now! Rebates are available.
Summer is approaching. Preseason Offer.
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Exercise # 3: What Are Your Core Messages?
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Positioning Messaging
Ask Yourself: How Differentiated? How Memorable?
We live, eat & breathe the best customer service in our marketWe understand building science like no one else, and make it
practical for homeowners to understandWe’ll beat anyone’s price
Your Wife is HotThe Comfort Specialists
We’re #1 in the #2 BusinessNice People, Great Service Since 1928
48 Years in Long Island Attics
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Evaluating Tactics Lots of Options
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The New Marketing Landscape
102
Old & Dying
Yellow Pages
TV
Telemarketing
Radio
Old & Living
Word of Mouth
Vehicles
Lawn Signs
Direct Mail
Door Hangers
Presentations
Home Shows
Open Houses
Community
Lead Gen
New & Thriving
Active Referral Primary Website
Google+ Local
Organic Search
Paid Search
Online Display
Email Newsletters
352 103
Understanding Web Search It’s Not That Complicated
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What is SEO?
104
Search engine optimization (SEO) is the
process of improving the visibility of a website
or web page in search engines via the "natural"
or un-paid (“organic” or "algorithmic") search
results.
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Understanding Search
Context Authority+ Social Signals+
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Understanding Search
Context Authority+ Social Signals+
Site Content
Incoming Links
Presence
Paid Search
Organic Results
Blended PinResult
Pin Map
Link to Website
Map Pin & Link to G+ Local Page
Review Summary & Link to Places
Page
Primary Result with SiteLinks
G+ Local
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Does Your Content Match
What People Are Searching For?
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Understanding Keyword Volumes
117
home energy
solar energy
renewable energy
wind power
energy efficiency
home performance
0 120000 240000 360000 480000 600000
18100
301000
301000
450000
550000
246000
Data from Google External Keyword Tool on 11.14.12
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Understanding Keyword Volumes
118
Green Building
Sustainable Building
Green Construction
Green Homes
Green Remodeling
Building Green
0 80000 160000 240000 320000 400000
165000
4400
301000
40500
74000
165000
Data from Google External Keyword Tool on 11.14.12
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Understanding Keyword Volumes
119
Energy Rating
Energy Assessment
Energy Audit
Energy Evaluation
Energy Auditor
Energy Auditing
0 14000 28000 42000 56000 70000
33100
49500
0
60500
8100
22000
Data from Google External Keyword Tool on 11.14.12
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Understanding Keyword Volumes
120
home performance
energy retrofit
weatherization
energy audit
energy upgrade
deep energy retrofit
0 14000 28000 42000 56000 70000
480
6600
60500
49500
4400
18100
Data from Google External Keyword Tool on 11.14.12
352
Understanding Keyword Volumes
121
duct sealing
air sealing
foam insulation
cellulose insulation
radiant barrier
window replacement
0 40000 80000 120000 160000 200000
165000
33100
22200
165000
3600
5400
Data from Google External Keyword Tool on 11.14.12
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Understanding Keyword Volumes
122
home performance
energy retrofit
weatherization
heating & AC
insulation
energy audit
0 300000 600000 900000 1200000 1500000
49500
1500000
450000
49500
4400
18100
Data from Google External Keyword Tool on 8.26.12
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Understanding Keyword Volumes
123
central AC
AC Repair
AC service
AC services
heating & AC
Ductless AC
0 100000 200000 300000 400000 500000
49500
450000
60500
135000
246000
110000
Data from Google External Keyword Tool on 4.1.13
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Understanding Keyword Volumes
124
attic insulation
spray foam
foam insulation
Soundproofing
cellulose insulation
blown in insulation
wall insulation
basement insulation
fiberglass insulation
0 40000 80000 120000 160000 200000
22200
40500
33100
22200
110000
165000
135000
60500
Data from Google External Keyword Tool on 8.26.12
352 DATE
Top 10 by Volume & Intent
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Energy Audit
Insulation - Service
Home Energy Efficiency
Wet Basement
Insulations - Rooms of House
Insulation - Materials
Furnace
Program/Rebate/Credit
Windows
Home Heating/Cooling
Local Intent Buying Intent
$
$
$
$
$
$
$
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The Long Tail Concept (Insulation)
126
Rooms of House
Attic Insulation
Basement Insulation
Wall Insulation
Roof Insulation
Home Insulation
Soundproofing
Insulation Types
Foam Insulation
Spray Foam
Spray Insulation
Closed Cell
Open Cell
Polyurethane
Fiberglass
Batt Insulation
Blanket Insulation
Cellulose Insulation
Blown Insulation
Blown In
Insulation Service
Insulation Contractor
Insulation Installer
Insulation Service
Insulation Supplier
Foam Contractor
Etc
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Google External Keyword Tool
127
https://adwords.google.com/select/KeywordToolExternal
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Google Insights for Search
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http://www.google.com/insights/search/
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Is Your Website Performing?Not...is it pretty?
1
3
4
5
6
6
7
7
8
4
2
DesignUsabilityStructureNavigationUser InterfaceSpeed
ConversionContentSEO
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Four Things
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1. Call to Action
2. Does Your About Us Page Suck?
3. Content About Your Services
4. Location, Location, Location
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How CTA’s Perform
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Call to Action Landing Page
-‐>
Traffic -> Conversion
-‐>
Conversion
Value Statement
Relevance
Offer
Action
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Different Audiences Different CTA’s
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Where Do CTA’s Belong?
• On Your Website
• In Your Email Newsletter
• In Your Email Signature
• On Your Brochures
• On Your Trucks and Lawn Signs
• In Advertising
• In Presentations
• In Videos
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From Home to Where?
Dominant Traffic FlowHome Page --> About Us
Home Page --> Services
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70+%
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Best Practices--About Us Page
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A Good About Us Page
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http://www.energycircle.com/blog/2011/01/26/5-elements-of-successful-about-us-page-home-performance-businesses
EGIA/BPI
• Use Photos
• Be Personal
• Share your Business Philosophy
• Show off your Credentials
• Demonstrate your Community Commitment
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Understanding Search
Context Authority+ Social Signals+
Site Content
Incoming Links
Spreading
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Services Content
144 EGIA/BPI
• Top Performing Pages in Search
• People are Looking for...
• Attic Insulation
• Cellulose Insulation
• an Energy Audit
• a new Furnace
• Solar Panels
• New Windows
• Getting Found = Having Content
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Ideally: Dedicated Pages for Key Services
145 EGIA/BPI
Logical, Clear Structure
Insulation Services
BIBSFiber-glas
SprayFoam
Cellu-lose
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Location, Location, Location
146
insulation contractor, los angeles
Google is very biased towards
company address
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Location Workarounds
Service Area Page & Map
List of Cities and Towns
Create in Google Maps--Embed into site
Case Studies & Testimonials
Agatha J, Babylon, NY
Jones House, Brookhaven, NY
Landing Pages for Major Towns
Page Titles & Descriptions
Geo Content Everywhere
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Selling the LIPA Programs& NYSERDA, GJGNY
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Some of the Best in the Country
Cool Homes Program
Home Performance with Energy Star
Home Performance Direct
On Bill Financing!
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Big Picture--the Situation We Face
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Vast Majority Struggle with Math & Financing
Fear of Debt & Limited Equity
To Homeowners Programs & Incentives are almost always confusing
Energy related expenditures tend towards ROI calculations
My current cost is x, what will my new cost be?
Critical to sell other benefits
Trust is CriticalBut we’re Contractors, Bankers, Government
At least we’re not Congress ;-)
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Don’t Focus Too Much On The Numbers
• Energy efficiency actually makes financial sense - this is true of few other home improvement expenses
• We are emotional beings, not rational ones
• Focus on pain points to make the sale
• Comfort problems - hot/cold room
• Uncomfortable spouse
• Mold
• Allergies
• Icicles/water damage
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Fix Your House for Free! The Gist.
Think from a customer’s perspective whenever you can.
If you have a $100/month payment for HP upgrades, but you save $100/month, the upgrades were free!
This doesn’t always work, but it can.
There is still a $100 payment, but the stigma just went away, it’s a paradigm shift.
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We Buy Payments, Not Prices
Do you buy a $30,000 car?
Do you buy a $200K house?
No, you buy a payment.
Monthly cash outlay is what matters.
Few people write a check for these purchases.
That’s why car sales are up!
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Selling Payments
Car dealers take the pain out of the big number by offering payments.
This lets people focus on the emotion of ‘I want that’
With good modeling, we can estimate savings
Even generalities help - quote an approximate savings %
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Lay Out the Math for People• Guide to Air Sealing Your Home and Available Incentives Financing
• www.taghomeperformance.com
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Best Practices
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Financing/Incentives Content on your Site
A dedicated program page
Pages for each major incentive program
Be the Go-between
Use Example Math Prominently
Information Graphics
Text
Video
Engage
Calculators
Leverage Trust
Non-profits/Programs
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Urgency Sells
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Leveraging Program Trust
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Example Information Graphic
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Learning from the Solar Leasing Explosion
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SolarCity Infographic
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Using Video Effectively
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Using Video Effectively
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Google+ Local(formerly Places)
It’s really important
G+ Local
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Use All 5 Categories!
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Reviews: Online Word of Mouth
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Maximizing Google+ Local
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Reviews, Reviews, Reviews! (on Google)
Choose Categories Carefully
Keep it Fresh
Photos
Video
Review Responses
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Reviews
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Making Reviews a Business System
1. Commit to a Feedback-centric Culture
2. Determine Your Process
When to ask?
How to ask?
How often to repeat request?
3. Repeat Systematically
4. Use the Reviews
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Some Thoughts on Process
Solicit Everyone
Turn Evangelists into Public Reviewers
Ways to ID Evangelists
Net Promoters
Great Reviews Delivered Privately
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Net Promoter Score
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www.netpromoter.com, The Ultimate Question,
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Leveraging Your Reviews
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Repost best reviews as testimonials on your site
Share those pages using social media - a great way to say thanks to the reviewer in a public forum
Utilize online reviews in your printed materials
Use review responses as topics for blog posts
Leverage Your Promoters!
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Respond to Reviews!
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The beauty of online reviews is that you can respond to them.
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Google+ Local - Respond to Reviews!
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Respond to all reviews - even the good ones!
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Customer Referral Programs
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Word of Mouth is King
Customer Referral Programs Are
Word of Mouth on Steroids
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Referral IncentivesFor Closed Jobs
Very low cost
Zero Marketing Risk
Know your CPA and offer up to that amount
Less amount for closed audit?
For Names
Small gift (Amazon Gift Certificate, LED Bulb, Temp/Humidity Monitor)
Service Discount
Considerations
Tracking complexity
Rewarding for names may produce junk
Overly commercial for some clients?
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The Math - Referral Programs
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Implementation Cost Staff effort
Invite to Participate 100
Conversion to Participate 50%
Referrers 50
Referees/Referrer 3
Leads 150
Lead to Quote 50%
Quotes 38
Quote to Job 75%
Jobs 28
CPA @ $7500 you choose
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What is PPC Marketing?How does it work?
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Pay Per Click Marketing
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An online advertising model where the advertiser only pays when someone clicks on their ad.
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Pay Per Click Marketing
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Pay Per Click Marketing
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Search Term
Paying $3.64
Paying $3.20
Paying $2.17
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Why You Should Consider PPC
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TargetingPPC targeting is sophisticated - geography, time of day, keyword, etc, meaning better more targeted leads.
Google ProductGoogle products are taking over the search results - some searches show no organic results above the fold.
Commercial IntentStudy from Wordstream found that 64% of searches with commercial intent click on PPC ads.
ResearchLearn what people are ACTUALLY searching for in YOUR area - not just national averages but # of searches in town/city/zip code/state etc.
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Making PPC Work
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FocusEvery campaign should have a specific target - not just one with all keywords, a single ad, pointing to your homepage.
Proper Segmentation
Group keywords effectively in ad groups.
RelevanceHigh relevance from keyword to ad to ad group to campaign to landing page.
Landing PagesDo NOT send to home page - create individual landing pages for each of your segments.
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Evaluating PPC for your Business
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Search Volume/Density
Are there enough people in your service area using the web to search for services?
Rural areas can be less effective than urban ones.
Cost
Do you have the budget?
Some kind of campaign can work for every budget but if your overall marketing budget is limited it may be better spent elsewhere.
Time
Do you have the time to BOTH educate yourself & run PPC correctly?
Management & optimization is an ongoing process for PPC.
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The Math - Conversions
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Clicks 200
Cost $3/click = $600
Conversion Rate 5%
Leads 10
Quotes 7
Jobs 5
CPA $120
Revenue $10,000
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Social Mediaan increasingly important
part of the puzzle
Marke)ng is Changing
No Longer An Option
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You Don’t Need to Like It
You Don’t Need to Use It Personally
It is Increasingly Important to Your Business
Priority 1
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• 93% of US adult internet users are on Facebook
• 65% of Facebook users are 35 or older
• 50% Login to Facebook Every Day
• Facebook is the most visited website on the internet
• US internet users spend 3X more time on blogs & social networks than on email
• 61% of US marketers’ main reason for SM is “to increase lead generation”
• Inbound Mktg costs 62% less per lead than traditional marketing
Sources: Hubspot Mktg Report, FTC, eMarketer, Nielsen, Merchant Circle
It’s where your customers are.
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Most Effective Social Media Platforms
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It’s Good Old Word of Mouth. Amplified.
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The average Facebook user has 130 Friends & is connected to
180 Pages, Events, & Groups. Each.
Your customers have a megaphone.Be part of their conversation.
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It’s a must-have Marketing Tool. Use it to:
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Engage with the community & potential customers.
Build Brand Loyalty in current customers.
Show a little personality
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Logo
Description
Name,
Address,
Phone
Photos
Likes
Basic Info
Basic Info
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#1 Grow Your Likes
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Invite your personal Facebook Friends
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#1 Grow Your Likes
205
Include Social Buttons prominently on your website.
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#1 Grow Your Likes
206
Ask your Newsletter subscribers to Like your page. Something as simple as:
For more on how SEO can help your brand and other helpful marketing chatter...
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#2 Take a Bow.
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Educate your fans about the work you do and what makes you special. It’s not bragging if it’s true.
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#3 Be thoughtful about your Page’s Look
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Cover photo, profile pic, and shared images should be in keeping with your company’s mission, but don’t be afraid to show off that winning personality.
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#4 Advertise
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Brand Ads are an affective and affordable way to get your Page in front of the right people IF properly targeted.
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#4 Advertise
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Promoted Posts are a great way to show off your awesome content to those that don’t Like you yet.
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#4 Third Party Endorsements
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Ask for Recommendations. They come free!
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#5 Follow the Rules of (content) Engagement
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Keep. It. Short.
Posts between 100 and 250 characters (less than 3 lines of text) see about 60% moremlikes, comments and shares than posts greater than 250 characters.
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#5 Follow the Rules of (content) Engagement
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Share, share alike.
Everyone Likes a little Love, so share other folk’s posts, blogs, sites, and triumphs.
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#5 Follow the Rules of (content) Engagement
214
Use lots of images.
Insert graphs from this post:
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#5 Follow the Rules of (content) Engagement
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Have fun.
Social networks are inherently social, so interact with your community. Like, comment, share, and try not to take yourself too seriously...
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The Challenge of Contentfor your Site, for Social Media, for your Marketing Materials
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Everyone’s Achilles Heel
Difficult to Find the Time
Uncertain About What to Write
Maintaining Pace and Frequency
But....
Content “Freshness” is An Important Factor in Your Site’s Authority
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Content “as a system”
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Great Content is
Right in Front of You
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If someone’s wasting money in a house you visit, write an article
about it.
Generating Content
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Put Your Photos to Work
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Content: Every Press Mention
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Content: What’s This?
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Content: Article Links
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Content: Give to Get
Content: Give to Get
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Content: Project Photo Albums
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Content: YouTube Videos
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Energy Efficiency Contracting
Companies Doing it Well
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Your Vehicles: Missed Opportunity?
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Clear & Bold
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Strong Brand Consistency
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Rough Costs
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Logo Revise 750-1000Full Brand Redesign 3500Business Cards 300-500Letterhead 150-500Brochure 600-1000Flyer 250-400Newsletter Template 250Trade Show Pullups 400Vehicle Design 300Vehicle Graphic Small 250Vehicle Graphic Large 2000Lawn Sign 1000-2000
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Email’s Role in the
Marketing Mix
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An Important Tool for Home Performance
1. Very low cost one-to-many communications tactic
2. Key vehicle for growing site traffic
3. Easy way to build and maintain awareness
4. Excellent, metrics-rich prospecting tool*
5. Critical for customer retention/repeat business
6. Ideal vehicle for specials, promotions, new program incentives, seasonal tune-ups & reminders, news
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Elements of an Email Strategy
Be Clear on Purpose
Identify Core Themes & Narratives
Energy Saving Tips, Programs & Incentives, Energy Prices, Benefits of an Audit, Air Quality and Health, Deals
Establish Your Email Type(s)
Newsletter, Dedicated, Digest
Determine Frequency
Choose Tool
Editorial Calendar/Sustainable Schedule
Staffing: Share Responsibility
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Growing Your Lists
• Existing Customer Lists
• Existing Prospect Lists
• Mine your Inbox
• Business Card Stacks
• Opt In Form on Site
• Home Show Signups
• Community event Signups
• Purchased Lists Generally Risky and Weak
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Make it someone’s responsibilityBalance quality and volume
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Prospects
Customers
The Question of Segmentation
• by Age
• 3 months
• 9 months
• over a year
• by Rank
• Hot
• Warm
• Cold
• by Source
• Home Show
• Referral
• Web
• by Housing Stock
• Old
• Fuel Oil
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Prospects Customers
The Question of Segmentation
• Education about home performance
• Information about your company
• Program & Incentives
• Typical first measures
• Benefits of HP
• Typical Problems
• Emphasis on 2nd phase projects
• Multi-year path to deep reductions
• Annual maintenance & checkups
• Related sales opportunities
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Making Email Perform
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Newsletter Landing Page
-‐>
Have a Clear Purpose
Conversion
Traffic -> Conversion
-‐>
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The All Important Subject LineKeys to a Great Subject Line
Short
Shoot for around 45 characters, much longer than that & some of your recipients won’t see the entire subject
Direct
Simply state what the email content is about - it seems obvious, but it leads to better open rates
Avoid being overly salesy - if it reads like an advertisement, your open rate will likely suffer
Conventional
It is possible to be conventional without being “boring”
Relevant
Tie your subject line into the first sentence or two of the email content
To avoid spam filters do not use RE:, FW:, All Caps, Hello, exclamation points,
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Types of Subject Lines
Plain Label
“[Company Name] Newsletter #27 - June 2012”
Topic Lists
“May 2012 - Air Sealing & Staying Cool this Summer”
Offers
“Find out how to save up to $100 on an energy audit.”
Questions
“Issue #3 - How does attic insulation affect my home?”
Benefits
“In this issue: Learn about DIY air sealing techniques.”
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What Makes a CTA Effective
• Make it Clear
• Make it Stand Out
• Make Actionable
• Keep it Above the Fold
• Be Relevant
• Be Mindful of Sales Stages & Context
• Aligned with Landing Page
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Language that Works
Action Words
Call
Buy
Register
Subscribe
Act
Start
Sign Up
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Timing Words
Now
Today
Right Away
Expires
Limited Time
Get Started
Value Words
Free
No Obligation
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Use Landing Pages
Dedicated page with clear objective:
complete the form!
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Landing Page
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Email Types
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Newsletter
Digest
Dedicated
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Measurement
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Key Email Stats
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Statistic Definition Goal
deliverability the % of your emails that actually get to a mailbox, or do not “bounce”
shoot for 95%+, higher is better, watch out for big jumps in bounces
open rate the % of the delivered emails that are actually opened by their recipients
Great - 30%Good - 15-29%
Poor - <15%
click thru (CTR) the % of OPENED emails that received a click from the recipient
Great - >15%Good - 5-15%
Poor - <5%
conversionthe completion of a desired action by an
email recipient - calls, fills out form, follows on social media, sends to a friend
varies based on the required action
unsubscribe/spam report
when an email recipient clicks the “unsubscribe” or “remove from list” link
or reports your message as spam to their ISP
as low as possible! under 1% for
unsubscribe & .1% for spam reports
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Key Email Stats
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Statistic Key Driver How to Improve
deliverability list qualitymaintain your list, remove old email addresses, careful with “spammy”
sounding words like free, offer, credit, etc
open rate subject linekeep it short (45ish characters), be direct, tie first sentence of email into subject line, be compelling
click thru (CTR)
call to action/offeruse a strong call to action & offer, link to your site and not others (usually), offer snippets in email & the rest on your site
conversion landing pagetest landing page versions, use a simple &
short form, tie LP language into your newsletter content
unsubscribe/spam report
relevance, frequency, value don’t send too often, keep the content useful, fresh, & relevant
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Key Email Stats
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Email Report from iContact
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Conversion Tracking
• Campaign setup in Google Analytics
• Tag the links in your email using the Google URL Builder, info will show up under the Campaigns section of GA
• http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
• Make sure you fill out the URL, source, medium, & campaign name fields - use the other fields if you have multiple versions of your email or multiple target segments (customers vs prospects, offer vs no offer, subject line testing, etc.)
• Your existing goals will be tracked within these tagged campaigns, but create new ones in Analytics if you have email-only conversion events that don’t already exist
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Conversion Tracking - URL Builder
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Speaking, Presentations
& Community Outreach
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What You Need to Get Started
A good presentation
A page on your site about your speaking capabilities
A short video of you speaking that shows you're not boring
An outreach program to build awareness of your availability.
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A Good Presentation Deck
More Visuals Fewer Bullet Points
Let photos tell the whole house story
Components of an audit
Infrared Images
House of horrors--mold, water, dirty insulation
Flexible for Different Lengths
Modular for Tweaks to Topic
Beyond Powerpoint Software
Apple Keynote, Prezi, Google Docs, SlideRocket
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Topics That Draw a Crowd
Understanding Home Energy, Health and Comfort
Does your house perform?
DIY air sealing training (hands on using foam, etc)
Climate change and the U.S. housing stock
Energy security and the U.S. housing stock
The Basics of Building Science
Is your house a Hummer or a Prius?
A 10 Year Plan for Reducing Your Home’s Energy Use
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Where to Speak
Rotary Clubs
Sustainability Committees
Community Centers
Transition Town Groups
Environmental & Community Groups
Churches
Library Speaker series
Homeowners Associations
Condo Associations
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Business networking groups
Chambers of Commerce
Kiwanis Clubs
Optimist Clubs
Junior Leagues
High school classes (e.g. Physics)
Stores - hardware stores, "green" stores, etc.
Workshops at home shows
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Other Community Outreach Programs
Charitable Organizations
Energy Audit Auction Donations
Community Support Groups
Habitat for Humanity
Business Networking Organizations
Environmental Groups
Sustainability Committees
Town Committees
Tweet Ups
Create Your Own Community Retrofit Project
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Contact
Peter TroastEnergy Circle
207.847.3644
Twitter: @EnergyCircle
LinkedIn: http://www.linkedin.com/in/petertroast
Energy Circle PRO Blog: www.energycircle.com/pro/blog
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